How Brands Grow: What Marketers Don't Know by Byron SharpThis book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.
TEDxAdelaide - Byron Sharp - The Science of Marketing
How Brands Grow
I had this book on my to-read list for quite some time and before going on a vacation I downloaded the audiobook. The book talks about the essential marketing principles, but from a bit different perspective than we are used to. The author explains, why majority of marketers misunderstand or misuse them, backing up arguments with researches, data and real examples from the field. He busts quite a few myths on such subjects as customer base, loyalty, target audience, price promotions, availability etc. My favourite is about loyalty programs.
Having an opinion on HBG which essentially comes down to whether you believe marketing is an art or science is almost a prerequisite to credibility in marketing today. So if you do nothing else, read the speed summary and watch the TED talk below. For Sharp and his co-authors, marketers have made their lives unnecessarily difficult, handicapping themselves with unfounded theories of branding based on anecdotes and bad metaphors. Moreover, when you look at the evidence, there is no reason to complicate your marketing lives with targeting and segmenting customers, whether based on lifestyle, category usage or brand loyalty. Successful growth brands have universal appeal, and mass marketing with a reach-optimised single simple message, rather than being a mass mistake, is still the most effective way to drive sales. Likewise for brand commitment — people buy brands out of habit, not commitment. The evidence-led path to growth is simple; market penetration by recruiting ever more new brand users in habitual purchase.
This book is for anyone with a brand. Building Distinctive Brand Assets explores strategy, tactics and insights from a wide range of asset types including celebrities, taglines, jingles and advertising based assets. Many textbooks are heavy on conceptual theory, and very light on evidence, and they neglect areas that are important to working managers.
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